Hometown

The work

We gave a local marketplace a house. Then we gave the house a personality.

Hometown brings together Colorado products and the people who make them. The business had a clear reason to exist, but needed a brand people could connect with beyond the idea of shopping local.

A slightly goofy house character became the face of the identity. Highway-inspired typography and photography of everyday Colorado places ground the system in the state without relying on the same handful of mountain views.

The character gives Hometown a useful thread across signage, illustration and marketing, with room to show up at events and in the community. Local pride becomes something the brand can express, rather than something it has to keep explaining.